AT&T: March Madness Halftime Integration
As an official March Madness sponsor, we created a contextual campaign to introduce AT&T’s new Guarantee, proving that sometimes, the best ad isn't an ad at all. We launched "Guarantee Guys," a 16-episode content series airing during every March Madness halftime. Starring former NBA player Blake Griffin and his actual best friend, comedian Joe Mande, the series was first teased on social media, building organic buzz as a real podcast. We then launched the full campaign to over 10 million viewers during the tournament with contextual placements, from locker room speeches to jaw-dropping upsets.If you want to skip to the point, feel free to watch the case study. If you want to enjoy the campaign, the TV integration spots and social posts are below. They are hilarious, do enjoy.
We teased the podcast on social, leaning into the humor of how very trendy starting a podcast had become.
The films were conceptually related to themes of the tournament, contextually relevant to when in the tournament they were running. With sixteen unique spots airing during every single commercial break.
We continued to air social first versions of the spots as they aired during the tournament, with loads of fan engagement.
And finally as the tournament finally came to an end, we aired on final, contextually relevant goodbye from the Guarantee Guys.